‘Design by Ching’, logo design secrets exposed.


‘Design by Ching’, logo design secrets exposed.

Want to know the secrets of ‘Design by Ching’ Logo design experience? This article will reveal exactly how I create logos. It will show the design process that I go through to get you the final logo design.


“Life is an art. it cannot be approached mechanically but requires creative participation” - Mike Ching

The Design Brief

Capturing the initial snapshot of the brand’s future vision is the most ideal way to start up on your brand seed. It needs to be strong and precise with a strong presence when it starts to be in action. So here we establish rules of engagement on how much time is to be invested on your project. Check my Design brief, which ultimate aim is to cover all aspects in order to capture a complex snapshot…


After the initial study of the brief will give me a clear idea on how much effort is required by me to create your logo design. As soon as we agree on the scope; My mind space is active towards manifesting ideologies & theories, that represent your brand story. Getting to know the client’s business is the next crucial step in making the logo a success. Research involves looking into the existing business ( unless its a new startup) and finding out where it position in the industry. Then I research into the competitors and understand their branding presence in the current market. Further, look into the over-all industry itself and, if needed, dive deeper into its history to have a complex picture of the brands environment.

Visual Research

After understanding the client’s business or ideology; We now look into the visual style of the logo. This is where i research for style look, an attitude, a soul or an approach. Find logos of similar business’ and critique them. Then the second part of visual research involves in my mental blocks. I have a discipline to maintain a lifestyle where I am open to receive a positive flow of creative ideas.

Mindfulness and meditation.

As a part of my daily ritual; I do Yoga and Mindfulness training. I enjoy this and it helps me to reach my full potential towards my imagination.Studies have associated mindful meditation with many cognitive and psychological benefits, such as: Improved task concentration, Sustained attention, empathy, and introspection, Enhanced memory and Improved learning. Many of these are central to creativity. Neuroscientists who study creativity have found that creativity does not involve a single brain region or even a single side of the brain, as the “right brain” myth of creativity suggests; instead, it draws on the whole brain.

Sketching & Conceptualising

Developing the logo design concepts is where creativity comes into play. This is where I create the logo by using the design brief and the research conducted. In various forms such as napkin to sketch, sketchpads and iPad (as a digital sketch book). The conceptualising involves me creating graphic styles, moulding image elements, conveying a story or coming up with some sort of visual puzzles. Clever logos have a bigger impact on the viewer and when I creates one, they know it straight away. It will be unique and will follow the golden ratio of visual aspects adding a new refreshing experience to the whole identity.


Taking breaks is as important as the research and the design brief. I take regular breaks and power naps to shutdown and restart my brain without letting it over-heat! But I never stop creating. Nap and zap back on to paint the portrait…


This is about how I choose to work… either position myself like a contractor and take orders according to my client’s wishes (ie. Don’t advise my clients of design matters) OR position myself like a business and build a long term relationship (ie. Guide clients to a more appropriate solution much alike how a lawyer does). So I have to choose how I wish to work depending on my client. Personally, I try to find a happy balance of the two.


This is where I present my work to the client. Usually I can choose whether to show the client a huge variety of logo design concepts (if it is hard to gauge a clients taste) OR could choose to showcase just a few select logo designs. This is another debatable issue. I personally, present only the best 1 or 2 concepts with mock-ups to show the client how it works visually in the real world.

in Summary…

Below is a summary of the whole design process for quick review.

1.     Design Brief: Conduct Questionnaire or Interview with client to get the design brief.

2.     Research: Conduct research focused on the industry itself, on its history, and on its competitors.

3.     Visual research: Conduct research into logo designs that have been successful and current styles and trends that are related to the design brief.

4.     Mindfulness & Meditation: Mindful meditation sessions for effortless creativity flow.

5.     Sketching & Conceptualising: Develop the logo design concept(s) around the brief and research.

6.     Reflection: Take breaks throughout the design process. This lets your ideas mature and for you to get renewed enthusiasm. Receive feedback.

7.     Positioning: Position yourself as a contractor or build a long lasting relationship. ie. Client orders you what to do OR You guide client to the best solution.

8.     Presentation: Choose to present only a select few logos to the client or a whole collection.

If you are interested in getting a professionally designed logo, I am currently available for hire.